TORRANCE, CA -- Aug. 4, 2014: Honda is launching five days of
continuous "Summer Cheerance" by spreading an abundance of smile-inducing
videos, memes, GIFs and visual jokes via social media, as well as hosting
events from Mon., Aug. 4 to Fri., Aug. 8 to support the brand's annual
Summer Clearance Sales Event. In addition, Honda will donate $100,000 to
the Pediatric Brain Tumor Foundation as part of this effort. The Summer
Clearance event will also be supported by traditional TV, print, digital
and radio advertising.

On Aug. 4, "Summer Cheerance" will launch with an introduction video
revealing the mission to spread Summer Cheer. Lots of funny, crazy or just
plain weird cheer videos, memes and GIFs will respond to people on Twitter
throughout the five-day effort. Facebook and YouTube will also be
leveraged. Content will conclude with a Honda Summer Clearance Event call
to action.

To magnify reach, the brand is teaming with YouTube superstar Andrew
Hales to promote his take on "Summer Cheerance" via two videos on his
popular LAHWF YouTube channel during the five-day effort.

Real-world events will bring surprise moments of cheer in select cities
across the country. Video will capture unsuspecting participants
experiencing acts of cheer and will then be shared on Honda's social
channels during the "Summer Cheerance" effort. Live cheer events include
randomly placed pinatas filled with goodies at various locations, and
"Stand Here for Cheer" will encourage people to stand in a painted box on
the ground in a busy area to receive a surprise act of cheer, such as being
serenaded by a saxophonist. "Cheer Detector" at a beach finds buried
treasured chests that will be shared with onlookers.

A Pandora® Summer Cheerance station featuring a variety of happy tunes
will spread cheer and be promoted across Pandora. And rush-hour commuters
will get their own dose of cheer from up-and-coming comedian Steve Simeone
who will deliver two 60-second, custom-made "Summer Cheerance" comedy bits
during a commercial break.

"We are committed to spreading unprecedented cheer starting today and
connecting with as many people as we possibly can in five days," said Susie
Rossick, senior manager at American Honda Motor Co., Inc. "This collection
of silly and wonderful morsels of cheer across social media, and in real
life, are designed to make an impact, create smile-filled buzz and remind
people that summer is the best time to get a great deal on a Honda."

Progress videos will be posted throughout the campaign to keep people
updated and give a sense of the breadth of "Summer Cheerance"
activities.

Customized digital units include a ticker tracking the goal to three
million on Shop Honda and banner
ads featuring cheery memes, and "Summer Cheerance" pre-roll will appear
before humorous videos across video sites.

On TV, the Summer Clearance Sales Event campaign features six TV spots,
including "Fan," "Golf Cart," and "Rain" that build off of last year's
successful summer event. The campaign features dramatizations of actual
social media posts from people who are unhappy with their current cars,
positioning the Honda Summer Clearance Event as the solution to their
problems.

Network TV placements are scheduled on "The Bachelorette," "New Girl,"
"24" and "MasterChef" and on national cable networks such as Bravo,
Discovery, TBS and HGTV.

A strong online presence will also support this event, including banner
ads on high-traffic auto sites such as Cars.com, KBB.com and Edmunds.com as
well as units on Facebook, Twitter and YouTube. Print ads will run in
"People," "Sports Illustrated" and top-market local newspapers. Network
radio spots will also air during the event.